A recent poll of association leaders reveals that member experience and data analytics are rising to the top for 2025, as organizations seek smarter, more personalized ways to utilize technology that adds value, delivers insights, and supports future growth.
When it comes to technology, one option isn’t necessarily better than another—the key is optimizing it to meet each organization’s unique needs.
When asked in a recent Avenue M quick poll of association executives what their tech priorities are for the year, responses varied widely, with member experience and data analysis standing out over operational efficiency and educational platforms.
The responses reflect a desire to better optimize technology to deliver clearer value to members and create internal systems that can keep pace with changing demands.
Many leaders (39 percent) identified member experience as a tech priority this year. “Our biggest priority is using technology to remove friction from our member experience,” said Sharon Kneebone, FASAE, CAE, executive director of the American Academy of Pain Medicine (AAPM).
“We’ve focused on ‘back-of-the-house,’ now it is time to focus on visible member value,” she said, which includes improving access to the Pain Medicine Journal membership.
“Forty percent of our members stated that access to Pain Medicine Journal would improve their member value,” but the current navigation is too difficult, and the content on painmed.org needs to be better indexed to make papers easier to find.
In addition, to streamline and improve the member experience, AAPM has changed its AMS, online community, email marketing platform, and website.
Artificial intelligence also plays a role. Kneebone noted that her team has been using AI tools for about 18 months to “enhance our work and refine member personas.” Other leaders mentioned broader goals like “research and change leadership” and “meeting frequently, having a budget, and getting member feedback” as part of improving the member journey.
Turning Insights into Action
Twenty-eight percent of respondents highlighted data analytics as a priority, reflecting its continuing importance as associations seek deeper insights into member behavior and better ways to measure the impact and relevance of their programs. The emphasis on analytics shows that associations are more focused on evidence-based decisions rather than intuition-based ones.
From audience segmentation and engagement tracking to content optimization and personalization, data remains a key part of strategic planning. And for associations already exploring AI and automation, having a strong data foundation is key to making those tools work more effectively.
Streamlined Capacity and Scale
Twenty-three percent of executives cited operational efficiency as their main focus. From hiring outside experts to rethinking internal workflows, associations are seeking ways to do more with limited resources.
“We are focusing on upskilling the team to lean into and embrace new AI tools to help us think radically differently about what is possible, AND, actually build it,” said Artesha Moore, FASAE, CAE, President & CEO at Association Forum. “We are trying to build a spaceship (metaphorically), so I need my team to become astronauts QUICKLY!”
Another respondent, reflecting a desire for structured guidance through tech updates, said, “We’ve hired Delcor to lead us through an audit and set up a plan for transition.”
Another shared, “We updated our AMS, incorporating AI where we can.” Meanwhile, another detailed a more holistic approach: “We have a focused business planning process to evaluate the effectiveness of our portfolios and look for opportunities for efficiency and increased capacity. In addition, we have prioritized AI training for our staff to help them find opportunities for efficiencies in their individual and team work.”
These responses point to an evolving understanding of efficiency—not just automation, but smarter planning, evaluation, and skill-building.
Ten percent of associations identified education as a top tech focus, such as learning management system (LMS) upgrades. “We have plans to migrate to a new LMS to better serve members,” one said, suggesting that as member expectations evolve, the digital tools that support professional development need to advance as well.
While associations are juggling a range of tech priorities in 2025, one thing is clear: technology is no longer just a back-end concern—it’s central to how organizations deliver value, engage members, and adapt for the future.
However, there is no one-size-fits-all approach—each association is shaping its tech strategy based on its unique goals, structure, and stage in the digital journey. Whether the focus is on improving member experience, leveraging AI, streamlining operations, or enhancing education, associations are using technology as a powerful tool for transformation—on their own terms.
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For more insights on tech trends, read Avenue M’s quick summaries of the following resources, and click the links below.
Breadth Is the New Depth: The Power of Intentional Intersections
In today’s fast-moving world, neat frameworks like MECE (mutually exclusive, collectively exhaustive) don’t always apply—especially when it comes to tech. Tools and trends are overlapping more than ever. For associations, the real breakthroughs often come from combining technologies—like using AI and data together to personalize the member experience or syncing platforms to make things run smoother.
It’s less about picking the “best” tool and more about making smart connections. As tech like AI, automation, and analytics becomes standard, the edge comes from people who can see how it all fits together. The future belongs to those who can bridge the gaps and build something better from the mix.
Report: Associations Looking to Upgrade Learning Tech
A recent survey shows that associations see a clear connection between their education programs and member recruitment and retention. Most agree that upgrading these programs could help grow membership and revenue, but many aren’t sure how to improve their learning management systems—especially since 57 percent are using mid-level platforms and face budget and expertise hurdles.
While 70 percent rely on a mix of in-house and outsourced help, not many plan to outsource more in the future. Associations are excited about the potential of AI but aren’t quite sure how to use it yet. Budget limits and tricky implementation are big challenges, so many are looking for affordable, practical ways to boost and improve their education offerings.
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Contributors: Sheri Jacobs, FASAE, CAE & Lisa Boylan
Image: Adobe Stock